Case Study

Maximizing online presence through website redesign and optimization

Introduction

Founded on 2002, Alliance Hand and Physical Therapy is a premier company that aims to provide high quality healthcare services that assist people in reaching their maximum functioning potential. The brainchild of Pamela Muscara, PT, MBA and Stephanie Franklin-Cosgrove, OT, CHT whose combined expertise adds to over 30 years experience.

For the past 8 years, Alliance HPT has grown to have 7 clinics inBergenandPassaicCountyregion inNew Jersey. Such growth has been a direct result of high quality, professional and compassionate care that Alliance HPT offers to its clients and their communities.

With the changing dynamics of the industry, rising competition and importance of strong Internet presence, Advanzweb has played a major part in enabling Alliance Hand and Physical Therapy maximize their online reach and drive business through Web-based marketing strategy.

Challenges

More compelling website: Alliance HPT wanted to utilize the rising popularity of web and mobile technology to reach and engage more clients.

Reliable updates: With high competition online, it is essential that updates of content are consistent and easy to upload.

Online presence: Needed to make sure that the website is visible to clients who search for related services.

Solutions

Client-centric design: Advanzweb, guided by Alliance HPT’s clear vision, designed a user-friendly website that is informative and functional to clients.

Content management system: By utilizing custom programming, Advanzweb integrated a seamless system to ensure consistent content can be updated and controlled by company’s website administrators.

Topping the ranks: Advanzweb’s expertise in web development and search engine optimization ensured that Alliance HPT’s website is found on the top of search results enabling clients to discover their services.

Maximizing online presence

Though growth has been consistent over the years, Alliance Hand Physical Therapy understands the great potential that the Internet offers and the convenience it provides to clients. Previously, the company’s website has a static design and offers minimal interactive features. In addition, information and content were difficult to update on the older version of Alliance HPT’s website. These factors contributed to the low ranking of the company’s website in search engine result pages. Data showed that before the implementation of the redesign and search engine optimization (SEO) strategy, the company’s rank positions, most importantly on local searches, were on page 15 or worse. As most online users do not click results beyond the first few pages, this challenges Alliance HPT’s effort to increase its online presence and attain suitable benefits through Web-based marketing.

With a group of talented, creative and expert professionals, Advanzweb helped Alliance HPT to achieve a custom website designed to be more search-friendly, dynamic and functional not just to visitors and clients but also easy to use for administrators. Utilizing the latest technology and techniques, Advanzweb developers created a custom content management system or CMS to ensure that updates, which include content, photos and videos, will be much more seamless. In addition, dynamic features have been integrated like flash banners and animation, video testimonials, automated newsletter, among others to improve interaction among visitors and increase traffic.

 But the most significant impact that the redesign and development of Alliance HPT’s website is the search engine marketing strategy. The improved online portal is now streamlined to be more search engine friendly which improved its ranking and online visibility.

Advanzweb implemented various search engine optimization techniques comprising of on-page optimization, page load streamlining, content and keyword optimization, local search-location setup and optimization, plus offsite optimization including link building, article directory submissions, social network marketing and email marketing.

Due to the great bearing of consistent and relevant content on search engine page ranking, Advanzweb’s custom content management system also contributed greatly to help Alliance HPT’s website increase it Internet exposure. These efforts resulted to a more efficient website, achieving top ranking on both keyword specific and local search engine page results, increased in traffic and maximized online presence, all in just a span of two (2) months since Advanzweb’s assistance in the implementation of the optimization strategy.

Conclusion

Alliance Hand and Physical Therapy has provided top quality healthcare services to clients and their communities. By investing on improving their website, Alliance HPT obtain improved Internet visibility and above all give its clients an opportunity to discover physical therapy services that are based on quality, expertise and compassionate care that everyone deserves. With the success of the SEO strategy, Alliance HPT continues implementing various marketing efforts in association with Advanzweb to ensure the continued increase in sustainable benefits and help the company achieve its goals.